A new challenge for advertising on mobile devices: Social TV

Mobile device advertising is a rapidly growing market due to the penetration of mobile devices in Spanish society. Advertising communication in this digital ecosystem continually poses new challenges. One of these - the subject of this proposal - is the link-up between mobile advertising with social TV. It opens up new possibilities for the development of advertising strategies on mobile devices.The aim of this paper is to describe the challenges faced by the Spanish advertising industry with the recent introduction of Social TV. Spain has one of the most developed Social TV sectors in Europe. It will provide a global overview of this new reality and uncover the new possibilities and main challenges for the development of advertising strategies for mobile devices. To this end we propose an examination of the perception of two of Spain’s major broadcasting empires, Atresmedia and Mediaset España, of this phenomenon.